It is very hard to be known for nothing.

I’m confident you will never see a tweet that says: John Doe is one of the best generalists I know. Hire him.

If you want to get the right kind of attention, you need to be known for something specific. This means you need to specialize.

This does not, however, mean you need to specialize in just one thing, forever.

Twelve years ago, I wrote a book on personalization. Last year, I co-authored one about the impact of disruptive innovation on customer experience. They are very different subjects, but in each case, I worked hard to master each subject before writing the books.

People love it when other people are easy to understand, so make it easy for others to understand what you are best at doing. I see plenty of tweets that say something like: How to Take Your Pinterest Engagement and Results to the Next Level. That’s specialization.